Question 1

How has the structure of the media evolved over the past couple of decades?
A) There has been a shrinking of the media industry.
B) Media companies have grown in size because of mergers.
C) Media ownership has become much more diffuse.
D) Media outlets have become less global in scope.

Accepted Answer

Media companies have grown in size because of mergers. There has been a trend of consolidation in the media industry, resulting in larger and more powerful companies.

Answer: C
 Media ownership has become much more diffuse. While there has been consolidation in the industry, there has also been an increase in the number of media outlets and a shift towards digital and online platforms, allowing for greater diversity in ownership.

Therefore, the correct answer is B and C.

Question 2

In one country, 200 media companies owned the country's media outlets. Two decades later, fewer than 10 corporations owned all the country's media outlets. This shift in ownership represents which trend in the media?
A) planned obsolescence
B) user-generated content
C) ownership concentration
D) cultural imperialism

Accepted Answer

The shift from 200 media companies to fewer than 10 corporations owning all the country's media outlets represents ownership concentration, which is the trend of media ownership becoming more consolidated and concentrated in fewer hands. Planned obsolescence refers to companies designing products to become outdated and forcing consumers to purchase new versions. User-generated content refers to content created by individuals rather than traditional media outlets. Cultural imperialism refers to the imposition of one culture's values dominating another culture. None of these trends accurately describe the shift in ownership described in the question.

Question 3

How do the "new" media and traditional mass media compare?
A) They are essentially the same thing; there are simply more cable channels today.
B) In new media there are blurrier boundaries between user and receiver of media messages.
C) In traditional media, there is a "many-to-many" web of messages being exchanged.
D) In traditional media, there is a clear distinction between consumers and creators of media.

Accepted Answer

New media blurs the boundaries between user and receiver of media messages, while traditional mass media has a clear distinction between consumers and creators of media. This is one of the key differences between the two forms of media. A and C are incorrect because they suggest that there are no significant differences between the two types of media, which is not true.

Question 4

Which one of the following is NOT characteristic of traditional mass media?
A) anonymous receivers
B) one-to-many communication
C) one-way communication
D) no distinction between producers and audience

Accepted Answer

Traditional mass media does have a clear distinction between producers and the audience. The producers create the content and the audience consumes it without much opportunity for feedback or interaction.

Question 5

When more media outlets come to be owned by fewer and fewer companies, media ownership becomes
A) diffuse.
B) enhanced.
C) diminished.
D) concentrated.

Accepted Answer

When more media outlets come to be owned by fewer and fewer companies, media ownership becomes concentrated. This means that a smaller number of companies have a greater control over the media landscape, potentially limiting diversity of viewpoints and creating conflicts of interest.

Question 6

Which of the following is often true about the relationship between media outlets and their corporate sponsors?
A) Media outlets often will do exposés on corporate sponsors to raise ratings.
B) Media outlets are usually not critical of their sponsors in news stories or reports.
C) Corporate allegiances never shape the content of the media they sponsor, either positively or negatively.
D) Corporate sponsors pay a lot of money for ads but do not expect those media outlets to be less critical of them.

Accepted Answer

Media outlets are often funded by corporate sponsors, and they may avoid criticizing their sponsors in order to maintain funding and avoid negative repercussions. This can lead to a lack of transparency or conflict of interest in reporting.

Question 7

A ________ is when a company sells two completely different products to two different sets of buyers.
A) sales market
B) single product market
C) global market
D) dual product market

Accepted Answer

A dual product market is when a company sells two completely different products to two different sets of buyers. This strategy can be effective for diversifying a company's offerings and expanding its customer base. For example, a company may sell both luxury cars and economy cars, targeting different segments of the market.

Question 8

What term is used when a media company owns different forms of media (like television networks and newspapers)?
A) vertical integration
B) horizontal integration
C) concentration of ownership
D) mass media

Accepted Answer

Horizontal integration refers to a media company owning different forms of media, such as television networks and newspapers, to expand its reach and influence.

Question 9

What is one consequence of the concentration of media ownership?
A) Fewer perspectives are presented, and those that are presented represent the concerns of corporate powers.
B) Cable prices go up but the quality of programming goes down.
C) Media become more diffuse because they are owned and produced by more groups.
D) More perspectives are presented, particularly those of less powerful groups.

Accepted Answer

Concentration of media ownership means that fewer corporations control more media outlets. This leads to limited diversity and perspectives in news and entertainment. The concerns of corporate powers may be prioritized over those of the general public, leading to biased or slanted coverage of issues.

Question 10

A media company acquires a film production company, a film editing firm, and a film distribution firm. By owning different stages of movie making, the company is ________ integrated.
A) vertically
B) upwardly
C) horizontally
D) diagonally

Accepted Answer

Vertical integration is the merging of companies that are in different stages of production of a product or service. In this case, the media company has acquired firms that are involved in different stages of movie making, namely film production, editing, and distribution. Hence, the company is vertically integrated.

Question 11

Which of the following is NOT a way that a sociologist would study the media?
A) comparing media depictions to social reality
B) determining cable television cost structures
C) examining media effects on audience
D) comparing content across two media types

Accepted Answer

Sociology focuses on the social aspects of media, such as its effects on society and individual behavior. Cable television cost structures are not a relevant topic for sociological study of media.

Question 12

Kali, a television producer, creates a new show that she knows will appeal to young people. She also believes it will achieve good ratings, so advertisers will want to buy commercial time for the program as well. This represents
A) media convergence.
B) a dual product market.
C) a vertically integrated company.
D) an active audience.

Accepted Answer

Kali is targeting both audiences (young people) and advertisers (commercial time buyers), creating a dual product market. This means she is selling both content (the show itself) and advertising space to different markets. Media convergence (A) refers to the merging of different media platforms, which is not directly relevant in this scenario. Vertically integrated companies (C) are those that control different stages of production, from creation to distribution, but there is no indication that Kali's company is vertically integrated. Active audience (D) refers to the idea that audiences actively interpret and engage with media, but it is not directly relevant to Kali's goals in creating a new show.

Question 13

What was the key to the development of new media?
A) individuals' willingness to participate in the creation of media
B) globalization
C) linking digital media to the Internet
D) None of these answers is correct.

Accepted Answer

Linking digital media to the Internet was the key to the development of new media, as it allowed for widespread access and distribution of content, as well as interactive and collaborative elements that were not possible with traditional media. While individuals' willingness to participate and globalization may have played a role in the growth of new media, they were not the primary drivers.

Question 14

How does personal communication differ from mass media messages?
A) Mass media messages are intended for a large and anonymous audience.
B) Mass media messages are always scripted, whereas personal communication is not.
C) Personal communication is intended for a large and anonymous audience.
D) Personal communication is for entertainment; mass media messages are for news.

Accepted Answer

Personal communication is usually directed towards a specific individual or known group, whereas mass media messages are meant for consumption by a large and anonymous audience.

Answer: B
 Personal communication is often spontaneous and less formal than mass media messages, which are typically scripted and planned.

Answer: D
 This statement is false. Personal communication can have a wide range of purposes beyond entertainment, such as conveying information, expressing emotions, or connecting with others on a personal level. Mass media messages can also serve various functions beyond news, such as entertaining, persuading, or educating audiences.

Question 15

An active audience is one that
A) uses as many technological means as they can to ingest media content.
B) actively interprets media content.
C) does not watch media content.
D) has premium cable packages.

Accepted Answer

An active audience is one that actively interprets media content, meaning they engage with it and form their own meanings and interpretations. Simply using technological means to ingest media content or having premium cable packages does not necessarily make a viewer an active audience. Not watching media content would be the opposite of an active audience.

Question 16

Increasingly, movie ticket sales are described in terms of worldwide rather than only American sales. What does this indicate about the changing structure of mass media?
A) Mass media are more regional in their influence today.
B) Mass media are more global in their scope today.
C) Other countries do not produce movies today.
D) Most everyone in the world speaks English.

Accepted Answer

The fact that movie ticket sales are described in terms of worldwide sales indicates a shift towards a more global structure of mass media. This suggests that movies and other forms of entertainment are being produced and marketed for a global audience.

Question 17

What do sociologists traditionally call media that are intended to reach a relatively anonymous audience?
A) entertainment
B) new media
C) mass media
D) All these answers are correct.

Accepted Answer

Sociologists traditionally call media that are intended to reach a relatively anonymous audience as mass media. Mass media includes television, newspapers, radio, magazines, and the internet, and it's intended to reach a large audience or mass.

Question 18

Which of the following are considered media?
A) communication technologies such as the Internet
B) companies that produce media content
C) television, film, and newspapers
D) All these answers are correct.

Accepted Answer

All the options listed are examples of media. Communication technologies like the Internet are considered media since they provide platforms for sharing information. Companies that produce media content are also media since they create and distribute media products for public consumption. Television, film, and newspapers are traditional forms of media.

Question 19

The media often promote an ideology that
A) justifies the existence of social inequality.
B) challenges our current capitalist economy.
C) opposes social inequality in all forms.
D) promotes the perspectives of poor people.

Accepted Answer

The media often promote an ideology that justifies the existence of social inequality by portraying wealthy individuals and lifestyles as aspirational, while portraying poverty as a personal failing or choice. This ideology reinforces the current capitalist economy by suggesting that the system is fair and that anyone can achieve success through hard work and determination.

Question 20

What does it mean to say that traditional media were only involved in one-way communication?
A) They did not rely on audience participation.
B) They used low-level technologies.
C) They created personalized messages for a single viewer.
D) They never considered their audience.

Accepted Answer

Traditional media, such as television and newspapers, only allowed for one-way communication where the message was broadcasted to the audience without any real interaction or participation from the viewers or readers. The content was created by the media outlet and consumed by the audience, without the ability for the audience to provide feedback or contribute to the content.

Quiz 14: Media and Consumption

How has the structure of the media evolved over the past couple of decades?

In one country, 200 media companies owned the country's media outlets. Two decades later, fewer than 10 corporations owned all the country's media outlets. This shift in ownership represents which trend in the media?

How do the "new" media and traditional mass media compare?

Which one of the following is NOT characteristic of traditional mass media?

When more media outlets come to be owned by fewer and fewer companies, media ownership becomes

Which of the following is often true about the relationship between media outlets and their corporate sponsors?

A ________ is when a company sells two completely different products to two different sets of buyers.

What term is used when a media company owns different forms of media (like television networks and newspapers) ?

What is one consequence of the concentration of media ownership?

A media company acquires a film production company, a film editing firm, and a film distribution firm. By owning different stages of movie making, the company is ________ integrated.

Which of the following is NOT a way that a sociologist would study the media?

Kali, a television producer, creates a new show that she knows will appeal to young people. She also believes it will achieve good ratings, so advertisers will want to buy commercial time for the program as well. This represents

What was the key to the development of new media?

How does personal communication differ from mass media messages?

An active audience is one that

Increasingly, movie ticket sales are described in terms of worldwide rather than only American sales. What does this indicate about the changing structure of mass media?

What do sociologists traditionally call media that are intended to reach a relatively anonymous audience?

Which of the following are considered media?

The media often promote an ideology that

What does it mean to say that traditional media were only involved in one-way communication?